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Wednesday, 29 February 2012

Things that are bought

Jewellery which people can come-in and ask for by name and/or model
number and purchase are things that are
bought.If the popularity, the
branding or the marketing are that effective, and you’re not the one driving
that demand, those products are eventually going to end-up discounted, sold on
the internet, over-distributed or all three.

I hear the complaints.You
invest thousands or tens-of-thousands of dollars into a branded program only to
find that people are coming to you to find-out what your price is on a given model.They’ve already decided to buy that item independently of everything
you’ve done to develop your business.The brand has usurped your best intentions and ultimately your business.

Flash-back to the last sentence in the opening paragraph.I said, “(if) you’re not the one driving the
demand…”.Here’s the thing.If you choose to carry branded product, be
the one to drive the demand.Make it
part of your store’s marketing.Don’t
let the brand take-over, because if the brand ever closes-down or walks down
the street, so go your customers.